BUSINESS CASE
BUSINESS CASE
WEB 2.0
WEB 2 0
STARBUCKS EXPERIENCE

Introduction
 Starbucks stock price down due to poor
customer experience
 Company uses Web 2.0 tools to better
understand the customers needs
 Read about the implementation process and
evaluate Company`s Web 2.0 activities

What Is Starbucks Finance Pulse ?
Starbucks Corp (SBUX)
Corp.

How About The Competitors ?
Tim Hortons Inc (THI.TO)
o to s c ( O)

Howizgoing ?
g g

Guys, We Have To
Be Open For Our
Be Open For Our
Customers Needs !
YES
SIR !

We need WEB 2.0 !
Aha ! !!
it is about customers
are working for a
company for free
f f
Gotcha !!
Web 2.0 includes a social element where users
generate and distribute content, often with freedom
to share and re‐use. This can result in a rise in the
economic value of the web to businesses, as users
,
can perform more activities online...

Bring Us Your Ideas !

Wow, it Works !
W W k

Somethingg
Goes Wrong
Here ?
If we implement your idea, we may
give you credit on the site, but we
d h b
won’t be compensating customers if
their ideas are chosen

Six Month Latter ..

..... but

Recommendations

Stop exploiting
your customers !
Web 2.0 is not about exploitation,
it is about cooperation !
i b t ti

BE INVOLVED
1. Feedback to everyone personally
2. Award the best and most active users
3. Make
3 M k your t l comfortable
tools f t bl
4. Participate in discussions
p
5. Report you actions
6. Continue to improve the system

ATTENTION IS MORE IMPORTANT
THAN REWARD
1.
1 Only 2% people can create new ideas !
2. Only 10% are ready to share their ideas !
3. Innovators come at first !
4. They
4 Th need a special t t
d i l treatment !
t
Hire the professionals and don`t
don t
experiment with innovators !
They will never come back !

HOW THIS PROJECT
WOULD AFFECT
THE STARBUCKS BRAND ?

COMPETITION

CUSTOMERS VIEW

MADE BY
MADE BY
CUSTOMER
IVAN SHMELEV